Relationship between online video game influencer’s credibility and purchase intention

Abstract

The objective of this study is to exterminate the relationship between video game online influencer’s credibility and purchase intention on video game products. By using video game online influencers to measure how their credibility can have a positive effect on likelihood to purchase video game products. The study used source credibility concept as framework to measure the effectiveness of influencer credibility. Source credibility concept is consisting of three dimension which are attractiveness, trustworthiness, and expertise. The study has selected a Youtuber named Pewdiepie also known as Felix Kjellberg and examine how his viewers perceived his credibility. This study has the sample size of 200. The result illustrated the positive relationship between purchase intention and Influencer’s sources credibility (r= 5.16). Additionally, the result showed expertise has the strongest relation to purchase intention. Pewdiepie was perceived as attractive (M= 3.84) and trustworthy (M= 3.73) but neutral in expertise (M = 3.31). This can interpret as Pewdiepie have less opportunity to expressed his expertise. The overall finding suggested that marketers and online video game influencers should not overlook expertise credibility as to illustrate the level of credibility for influencers to make valid assessments on video game products.